What's in a name? The Interplay between Titles, Content & Communities in Social Media
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1 What's in a name? The Interplay between Titles, Content & Communities in Social Media Himabindu Lakkaraju, Julian McAuley, Jure Leskovec Stanford University
2 Motivation Content, Content Everywhere!! How to get your content noticed amidst such information overload?
3 An Example Understanding a submission and its popularity Content 62 I'm not sure I quite understand this piece Popularity Submitted 2 years ago to pics by xxx 24 comments Time User Popularity Community Title
4 An Example Understanding a submission and its popularity Content 62 Is content the only factor I'm not sure I quite understand this piece Popularity Submitted 2 years ago to pics by xxx in 24 determining comments popularity? Time User Popularity Community Title
5 An Example I'm not sure I quite understand this piece Submitted 2 years ago to pics by xxx 24 comments How wars are won Submitted 18 months ago to WTF by xxx 1 comment 774 Murica! Submitted 1 year ago to funny by xxx 59 comments 10 Bring it on England, Bring it on!! Submitted 10 months ago to pics by xxx 4 comments 226 I believe this is quite relevant currently Submitted 7 months ago to funny by xxx 15 comments God bless whoever. makes these Submitted 1 month. 794 ago to funny by xxx 34 comments...
6 An Example I'm not sure I quite understand this piece Submitted 2 years ago to pics by xxx 24 comments How wars are won Submitted 18 months ago to WTF by xxx 1 comment 774 Murica! Submitted 1 year ago to funny by xxx 59 comments 10 Bring it on England, Bring it on!! Submitted 10 months ago to pics by xxx 4 comments 226 I believe this is quite relevant currently Submitted 7 months ago to funny by xxx 15 comments God bless whoever. makes these Submitted 1 month. 794 ago to funny by xxx 34 comments...
7 An Example I'm not sure I quite understand this piece Submitted 2 years ago to pics by xxx 24 comments How wars are won Submitted 18 months ago to WTF by xxx 1 comment Content is not Murica! 774 Submitted 1 year ago to funny by xxx 59 comments the only factor!! 10 Bring it on England, Bring it on!! Submitted 10 months ago to pics by xxx 4 comments 226 I believe this is quite relevant currently Submitted 7 months ago to funny by xxx 15 comments God bless whoever. makes these Submitted 1 month. 794 ago to funny by xxx 34 comments...
8 An Example I'm not sure I quite understand this piece Submitted 2 years ago to pics by xxx 24 comments How wars are won Submitted 18 months ago to WTF by xxx 1 comment Given a piece of content, Murica! 774 Submitted 1 year ago to funny by xxx 59 comments can we maximize the probability of its success? Bring it on England, Bring it on!! Submitted 10 months ago to pics by xxx 4 comments I believe this is quite relevant currently Submitted 7 months ago to funny by xxx 15 comments God bless whoever. makes these Submitted 1 month. 794 ago to funny by xxx 34 comments...
9 Motivation Factors influencing popularity Community or Forum Time of posting Title of submission Popularity of user Previous submissions of same content + Content and their confounding interplay!
10 Motivation Factors influencing popularity Community or Forum Time of posting How do we Title of submission tease Popularity apart of user Previous submissions of same content these effects? + Content and their confounding interplay!
11 Teasing apart.. How do we tease apart effects of various factors? Dataset which accomodates Resubmissions of same content Submissions across multiple communities Communities with varying characteristics Submissions by multiple users
12 Teasing apart.. Reddit to the rescue!
13 Teasing apart.. Our Dataset A novel dataset of 132K reddit submissions Every piece of content (image) submitted multiple times 16.7K original submissions Average of 7 resubmissions per image Data available at
14 Our Goal To study the effect of the interplay between content, title, communities on a submission's popularity To understand how much of a submission's popularity is due to its Inherent quality Community choice Time of posting Characteristics of submission title
15 Our Approach Model the popularity of a submission as a combination of various factors Evaluate the goodness of the model by predicting popularity How do we quantify popularity? Reddit score = # of upvotes - # of downvotes
16 Our Contributions Popularity = Community Model + Language Model Community model: choice of community + time of submission + previous submissions of same content Language model: linguistic features of submission title + language of community and, a novel dataset which allows the study of various factors
17 Related Work Predicting the success of social media content Content based approaches [Bandari et. al.] [Tsagkias et. al.] [Yano et. al.] Understanding the relationship between language and social engagement Analysis of lexical features [Danescu-Niculescu-Mizil et. al.] [Hong et. al.] [Petrovic et. al.] [Suh et al.]
18 Related Work Predicting the success of social media content Content based approaches [Bandari et. al.] [Tsagkias et. al.] [Yano et. al.] Understanding the relationship between language and social engagement Analysis of lexical features [Danescu-Niculescu-Mizil et. al.] [Hong et. al.] [Petrovic et. al.] [Suh et al.] Our work focusses on the interplay between content, lexical features, communities and the resulting composite effect on popularity
19 Insights Understanding community activity Popularity varies with time of the day
20 Insights Understanding community activity Content is less popular with each resubmission
21 Insights Understanding community activity Resubmittions are forgiven given enough time
22 Insights Understanding inter-community effects gifs funny WTF space pics reddit.com aww gifs funny WTF space pics reddit.com aww Don't resubmit to same community (diagonal) Don't resubmit highly visible content (rows)
23 Our Approach Community Model Input Output Inherent popularity Resubmission decay Popularity Forgetfulness Inter-community effects
24 Our Approach Language Model Language of a Community Targeting title to a community Content Specificity Title reflecting content Title Originality Novelty of the title Sentiment polarity, POS tags, # of words in title
25 Insights Understanding language characteristics Titles should balance novelty and familiarity
26 Insights Understanding language characteristics Resubmissions benefit from novel titles
27 Insights Understanding language characteristics Various communities prefer different POS
28 Quantitative Evaluation Predicting reddit score Evaluating predictive power on a held out test set of 25% of the data Coefficient of determination R 2 statistic (value of 1.0 indicates perfect fit) Model R 2 Community Model Language-only Model Community + Language 0.618
29 Qualitative Evaluation
30 Qualitative Evaluation Top 10% (++) Top 25% (+) Bottom 25% (-) Bottom 10% (--)
31 Qualitative Evaluation Top 10% (++) Top 25% (+) Bottom 25% (-) Bottom 10% (--)
32 In Situ Evaluation Real time action on Reddit! A sample of 85 images from our dataset Assigned a good and a bad title for each image Total score of all good submissions is 3 times higher 2 of our good submissions hit Reddit front page 3 more featured on front pages of communities
33 Conclusion Popularity is effected by the interplay of various content, language and community specific aspects We propose models which disentangle these effects Modeling these effects helps us understand what fraction of popularity can be attributed to each of these factors
34 Thank you!! R. Bandari, S. Asur and B. Huberman. The pulse of news in social media: Forecasting popularity. In ICWSM M. Tsagkias, W. Weerkamp and M. Derijke. Predicting the volume of comments on online news stories. In CIKM Y. Yano and N. Smith. What's worthy of comment? content and comment volume in political blogs. In ICWSM C. Danescu-Niculescu-Mizil, M. Gamon and S. Dumais. Mark my words! Linguistic style accommodation in social media. In WWW L. Dang, O. Dan and B. Davison. Predicting popular messages in twitter. In WWW S. Petrovic, M. Osborne and V. Lavrenko. Rt to win! Predicting message propagation in twitter. In ICWSM B. Suh, L. Hong, P. Pirolli and E. Chi. Want to be retweeted? large scale analytics on factors impacting retweet in twitter network. In SocialCom D. Blei and J. McAuliffe. Supervised topic models. In NIPS 2007.
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